Compelling Cyber Narratives with David J Ebner

Storytelling in cybersecurity doesn't have to be dry. There are stories of espionage, state-sponsored attacks, and ransom scenarios that are dramatic and engaging when told well. Today's special guest, David J. Ebner, the president and founder of Content Workshop, a content agency specializing in cybersecurity companies, is an expert in turning these technical topics into compelling narratives. David is no stranger to our podcast and also has graced the stage at last year's CyberMarketingCon!

Key Insights from the Episode

1. The State of Cybersecurity Content Report

David is putting together a report on cybersecurity content, with an expected release around Thanksgiving. Stay connected with David on LinkedIn for updates on the report.

2. Atomization of Content

A trend in B2B content marketing is the shift towards breaking down large content pieces into smaller, more consumable parts. This approach involves creating detailed reports and then repurposing them into:

• Blog Posts: Break down the report into a series of blog posts, each focusing on a specific aspect or finding.
• Social Media Snippets: Create bite-sized content for LinkedIn, Twitter, and Facebook platforms. These can be quotes, stats, or quick insights that link to the full report.
• Infographics: Visuals of data are shareable and can summarize complex information in an easily digestible format.
• Videos: Short videos or animations highlighting the report's key points can engage a wider audience.
• Webinars and Podcasts: Host discussions or interviews that delve into the report’s findings, offering a platform for further exploration and audience interaction.

Use these smaller pieces to promote the full report over an extended period continually. This keeps the content alive and relevant, driving sustained engagement.

3. Effective Social Media Strategies

Social media content created solely for the sake of posting regularly is losing its impact. Instead, authentic and impactful posts that share real stories and insights perform better. David explains that algorithmic changes and the evolving expectations of audiences mean just being present on social media is not enough. Content that is posted just to maintain a schedule often comes across as generic and fails to engage the audience. This content, including repetitive updates or irrelevant posts, can lead to audience fatigue.

To counter this trend, David suggests authenticity in social media content. Posts that resonate with the audience often stem from real experiences, challenges, and insights. Here are some strategies you can use:

• Share Real Stories: Instead of generic updates, share stories from within the company. This could be a behind-the-scenes look at a project, a day in the life of an employee, or a detailed account of how a problem was solved.
• Showcase Successes and Failures: Transparency builds trust. Sharing the successes and failures learned from them makes a brand more relatable and trustworthy. 
• Engage Through Building in Public: The concept of "building in public" involves openly sharing the process of creating products or services like updates on ongoing projects, customer feedback, and even setbacks. 

4. Future Predictions and AI in Content Creation

While AI is yet skilled at generating accurate cybersecurity content, David predicts that future developments might include internal AI models tailored to specific businesses. These models could enhance content creation processes through company-specific data and insights.

Practical Applications for Cybersecurity Marketers

David gets into the potential for storytelling within the cybersecurity industry, highlighting how the "show, don't tell" principle can transform dry, technical content into engaging, narrative-driven stories that can capture the customer. 

The Power of "Show, Don't Tell"

The "show, don't tell" principle is a cornerstone of storytelling. Instead of just stating cold hard facts, this technique illustrates scenarios and paints vivid pictures to convey more compelling messages. 

• Example of "Tell": "Our cybersecurity solution effectively mitigates threats."
• Example of "Show": "At 3 AM, our monitoring system detected an unusual network traffic pattern. Within minutes, our team identified and isolated the threat, preventing a potential breach and safeguarding sensitive customer data. It was quite a stressful time but we are happy that all our customers’ data was secure."

By showing the actions and results, the audience can visualize the impact and appreciate the cybersecurity solution's real-world application.

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Listen to the full episode here!

Connect with David J. Ebner

👉Follow David on LinkedIn. 

👉Find Content Workshop on LinkedIn and their website.

Pro Tip: Use the chatbot on Content Workshop’s website to reach David directly for a personal response.

Stay Tuned

Keep an eye out for the release of the State of Cybersecurity Content Report in November and join us at CyberMarketingCon in December for more insights and networking opportunities.

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Be sure to also follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez 

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing, join the Cybersecurity Marketing Society on our website, on our main LinkedIn page, or our podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!

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